#ToyotaFail: The Crisis that Wasn’t

#ToyotaFail: The Crisis that Wasn’t

Christopher Barger - @cbargerShelly Kramer - @ShellyKramer

Anne-Marie Nichols - @amnicholsLucretia Pruitt - @LucretiaPruitt

Christopher Barger - @cbargerShelly Kramer - @ShellyKramer

Anne-Marie Nichols - @amnicholsLucretia Pruitt - @LucretiaPruitt

#toyotafail – the event#toyotafail – the event

http://bit.ly/dearcrissytoyotafail

#toyotafail – the event#toyotafail – the event

#toyotafail – the event#toyotafail – the event

#toyotafail – the event#toyotafail – the event

The CrisisThe Crisis

http://bit.ly/cotweettoyotafail

Christopher’s takeawayChristopher’s takeaway• During a crisis, engage people and give them a

reason to stay with your brand.  • Educate everyone with access to the brand

accounts on crisis management, etiquette and higher expectations when you are granted a brand's identity. 

• Your social media team must be part of your crisis planning.

• Your social media team must tied into your PR and marketing teams and your decision makers.

Shelly’s takeawayShelly’s takeaway• Own the problem: Create a statement and the

changes you're implementing.

• Be timely: Create responsive tweets immediately.

• Explain: Post/tweet at regular intervals – often.

• Give more info: Post link to an informational page.

• Follow: Follow brand dissenters.

• Take it offline: Take the conversation offline.

• Your people: Don’t leave your employees out of the loop.

Lucretia’s takeawayLucretia’s takeawayTransparency

No Transparency

Lucretia’s takeawayLucretia’s takeaway

• Ownership - it’s everyone’s problem.  • Agency is a specific legal relationship – When

you hire someone to be your agent, they are acting on your behalf – as if they were you – when they enter into contracts. 

• Never waste an opportunity to turn negative into positive. 

Anne-Marie’s takeawayAnne-Marie’s takeaway

• Brands need to know what their right and left hands are doing.

• Just because you’re a blogger doesn’t mean you’re a social media consultant.

• Just because you’re doing blogger outreach doesn’t mean you’re a PR agency.

Questions?Questions?

http://slidesha.re/toyotafail